By: Gareth James / April 4, 2017

Instagram’s First Global Stories Campaign Heaps Pressure on Snapchat

In the first global campaign for its Stories platform, Facebook’s Instagram app is celebrating the diversity of expression among its users by showcasing epic occasions next to more casual moments.

“We’ve been known as a place that highlights those special moments you want to remember, and then seven months ago we launched Instagram Stories and suddenly we saw a change in how 150 million people express themselves every day,” said Taj Alavi, head of brand marketing at the Facebook-owned app. “We moved from highlights and the epic to silly, casual, funny moments and sides of people we’d never seen before on the platform.”

Bekah Sirrine, executive creative director at Instagram, said the new work was designed to “celebrate and inspire the global audience we’re talking to,” while making sure the executions were “short and sweet,” just like its Stories posts.

Instagram intends to release 20 to 25 films by the end of the campaign. “The ethos is to share the true joy in the community when people view and share Stories,” said Ms. Alavi, adding that the Instagram lens can “immediately make a moment more fun and shareable.”

About Gareth James

Accounts Director at and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.

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